Do Your Prospects Care?

I bet that you believe your prospects care about what it is you do. But the truth is they don't. Unless you already have a personal relationship with them, they really couldn't care less if you provide them with a service or someone else does, just as long as they get it.

I know, I know. Yours is better. It's a greater value. You provide more than your competitors do. You work harder. You throw in extras. Your prospects should know and understand all that. Funny thing is, your competitors feel the same way. And with that being the case, how do you think your prospects are supposed to tell the difference?

Here's a little exercise for you. The objective is to see if how you present yourself to your prospects makes you stand out from your competition in a meaningful way.

1. Write down what it is that you tell your prospect you do. For example: I'm Bob Smith, a CPA and tax advisor. Now, if you replaced your name (and/or company name) with that of one of your competitors, would it make a difference TO YOUR PROSPECTS?

2. Do the same thing with any marketing materials, i.e. brochures, postcards, sales letters, etc. Would they be just as valid or at least just as meaningful to your prospects?

3. Now do the same with any ads.

4. Now with your web site.

If it doesn't make much of a difference, you have to rethink what it is that you have to offer your prospects. How can you offer meaningful benefits that others can't or won't? How can you position yourself in a way that makes a difference to your prospects?

The answers to these questions do not come easily, but once you have them, everything you do to get your name and benefits in front of your prospects produces better results.